In today’s world of self-service shoe stores, a shop that does fittings is a rarity. That’s not always for the better, says Shoe Story owner Julie Jordan.

“A lot of people are wearing the wrong width, the wrong fit without realizing it,” Jordan says. A poor fit can cause fatigue, contribute over time to fallen arches or plantar fasciitis, or aggravate arthritis. “There are so many brands now for every kind of foot problem, and our employees know everything about every shoe we carry. Our customers could write testimonies about their pain that went away.”

Originally a children’s shoe store when Jordan bought it in 1999, Shoe Story still carries children’s brands including Stride Right and See Kai Run. She’s since added women’s fashions for work, everyday wear, and a night out. Birkenstock, Ugg, and Earth are among the shop’s most popular brands, and FitFlop is up-and-coming.

“We’ll bring out a huge selection, until you get what fits you—no one else does that,” Jordan says. “Why go anywhere else?” — PK